PATIENT DATA-DRIVEN DIGITAL HEALTH PROMOTION IN HOSPITALS: A TECHNOLOGICAL AND ETHICAL PERSPECTIVE
DOI:
https://doi.org/10.34011/jmp2k.v35i4.3159Keywords:
data kesehatan digital, etika informasi, manajemen rumah sakit, promosi kesehatanAbstract
Perubahan pola konsumsi informasi kesehatan di era digital mendorong rumah sakit berinovasi dalam strategi komunikasi. Pesan generik yang kurang efektif, rendahnya kepercayaan pasien, dan tantangan etika data menjadikan promosi kesehatan digital berbasis personalisasi serta data sebagai kebutuhan mendesak untuk meningkatkan keterlibatan dan kepatuhan pasien. Penelitian ini mengevaluasi efektivitas promosi kesehatan digital dengan menitikberatkan pada personalisasi pesan, penguatan kepercayaan, dan pemanfaatan data pasien sebagai dasar keputusan strategis. Menggunakan metode campuran dengan desain eksploratori sekuensial, penelitian dilaksanakan di RS Siaga Al Munawwarah Samarinda (September 2024–Februari 2025). Tahap kualitatif melibatkan wawancara mendalam dengan informan kunci bidang teknologi informasi dan layanan medis, menunjukkan bahwa personalisasi pesan berdasarkan usia, jenis layanan, dan riwayat medis meningkatkan keterlibatan serta kepatuhan pasien. Pengiriman pesan otomatis dan tepat waktu melalui sistem informasi rumah sakit dinilai efektif, sedangkan kolaborasi lintas unit penting untuk integrasi konten dan sistem. Etika seperti informed consent, enkripsi data, dan kontrol akses berbasis peran membangun kepercayaan pasien. Tahap kuantitatif melibatkan 232 pasien rawat jalan dan inap dengan kuesioner Likert, dianalisis menggunakan Structural Equation Modeling (SEM). Hasil menunjukkan personalisasi pesan (β = 0,318; p < 0,001), kepercayaan terhadap rumah sakit (β = 0,277; p = 0,003), kepatuhan pasien (β = 0,342; p = 0,000), dan perilaku digital (β = 0,364; p = 0,035) berpengaruh signifikan terhadap manajemen strategis promosi kesehatan (R² = 0,587), sementara manajemen berbasis data mendukung promosi etis berbasis teknologi (R² = 0,506). Temuan ini menegaskan pentingnya komunikasi adaptif, tata kelola data etis, dan kolaborasi antarunit.
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Copyright (c) 2025 Herni Johan, M. Ardan, Haeruddin Haeruddin, Besse Lidia, Siti Saidah, Ramlah Ramlah
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